Resources Library by ANA

Aiming at knowledge

Strategic marketing decisions call for up-to-date and reliable information about market developments. Information is necessary in order to be able to successfully capitalize on current developments in the environment. Information or rather knowledge...

Catalogue: Seminar 1999: Market and Competitive Intelligence

Authors: Arjen Kuijten, Edward Hermans

Company: NIPO

March 1, 1999

Market entry in China

This paper attempts to illustrate the state of market intelligence/ competitive intelligence in Asia by presenting a case study on the use of market intelligence/ competitive intelligence in market entry decision- making in the soybean milk business...

Catalogue: Seminar 1999: Market and Competitive Intelligence

Author: Peter Read

March 1, 1999

New realities in the media information market in Brazil

The paper considers the recent consolidation in the Brazilian media measurement market, with the change in ownership of traditionally established media research agencies, and the attempts of smaller agencies to enter that market. The reaction of...

Catalogue: Seminar 1998: Towards Total Communications Strategies

Author: Romeu Rössler Telma

October 20, 1998

The psychology of decision making

The psychology of judgement and decision making is a discipline dedicated to understanding the process which underlie people's judgements and decisions. This paper introduces some of the research findings and demonstrates how they can be applied to...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Boaz Mourad

September 1, 1998

Datamining for better knowledge

This paper describes a way of using datamining techniques to provide more and better information to managers and to help them manipulate information knowledge and action. With three case studies from the telecommunications industry we intend to...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Author: Michel Jambu

September 1, 1998

Plenty of data, but are we doing enough to fill the information gap?

The purpose of this paper is to determine the current role and perceived effectiveness of market research in the context of corporate decision making and brand development; understand more about the reasons for these frustrations with the market...

Catalogue: ESOMAR Congress 1998: The Power Of Knowledge

Authors: Stephen Bairfelt, Fiona Spurgeon

September 1, 1998

Why are some local brands more successful than any other brand?

Branding is an inevitable reality of marketing personnel and increasingly more brands are created to be viable in an international context. When crossing borders a question remains: whether to promote international image or to act local. The current...

Catalogue: Seminar 1998: Adding Transparency To Brand Management

Authors: Aivar Voog, Ulle Parnoja

Company: KANTAR TNS Malaysia

June 15, 1998

Decisive factors for the choice of holiday destinations

The knowledge of the decision-making factors and their significance in the selection of the holiday destination gives the German and foreign vacation regions the possibility of tailoring their offers towards the desires and needs of their vacationer...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling

Author: Rainer Wohlmann

June 15, 1998

Using marketing models for new product development in Asia Pacific

Unilever has actively launched new brands in the Japanese market as well as maintaining and expanding its presence in other Asia-Pacific markets. At the root of the approach has been a combination of using internal expertise in marketing techniques...

Catalogue: New Monograph Series Vol.5: Brand Choice Modelling

Authors: Roger M. Brookin, Oscar Schneersohn

June 15, 1998